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The Micro-Sociology of Networks

Human behavior as it applies to social networks

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The Micro-Sociology of Networks

  1. The Micro-Sociology of Networks David Armano, VP Experience Design, Critical Mass // Logic + Emotion // // Twitter @armano
  2. this isn’t the story
  3. this is
  4. mostly true
  5. Human nature doesn’t change. Human behavior does.
  6. our needs are basically the same
  7. technology doesn’t make us social
  8. it influences our behaviors
  9. media is micro
  10. print radio broadcast digital from past revolutions
  11. to present
  12. how has our behavior been influenced?
  13. we stopped consuming media
  14. and started producing it
  15. we’re sharing our ideas openly
  16. and giving away our secrets Sharing our ideas openly
  17. we’re building our personal brands
  18. and becoming micro-celebrities
  19. while celebrities become more like us
  20. our social circles expand
  21. from intimacy to ambient intimacy Source: Reach Cards Robin Dunbar’s threshold of maximum number of individuals “Ambient intimacy is about being able to keep in touch with people with a level of regularity and intimacy that you wouldn’t usually have access to, because time and space conspire to make it impossible.” ~Leisa Reichelt
  22. as we manage our “friends”
  23. and contacts
  24. a perfect storm…
  25. our worlds collide
  26. my boss is on facebook
  27. we’re streaming our lives
  28. and deaths…
  29. we experience collectively
  30. …participatory Over 136 million pageviews More than 21.3 million live video streams since 6am 1.3 million concurrent live streams
  31. our communication is becoming effortless
  32. and instantaneous
  33. micro-social economics are niche
  34. nearly anyone can influence
  35. especially within their niche
  36. the social web thrives on it
  37. social economics have equity
  38. connections are currency
  39. Whuffie has replaced money, providing a motivation for people to do useful and creative things. A person's Whuffie is a general measurement of his or her overall reputation, and Whuffie is lost and gained according to a person's favorable or unfavorable actions ~Wikipedia
  40. currency gets spent
  41. finding support in networks: micro- philanthropy
  42. Over $11,000 in 2 days
  43. 566,144k members. 14,244 wall posts. 1 cause.
  44. we relied on institutions individual institution
  45. we rely on each other individual networks
  46. networks as human filters
  47. search provides information
  48. networks can filter signal from noise
  49. moving toward a people powered web
  50. “I believe that people would rather have a conversation with a person than a brand.” ~Scott Monty, Ford Motor Company
  51. humans not optional
  52. are we coming full circle?
  53. “more human than human is our motto” ~bladerunner
  54. insights into behaviors lead to innovations
  55. innovations help people
  56. “Same as it ever was” ~Talking Heads
  57. The Micro-Sociology of Networks David Armano, VP Experience Design, Critical Mass // Logic + Emotion // // Twitter @armano